Problem: Crystal Ski was the dominant player in the market but it didn’t do a good job of attracting new customers at the younger end of the age spectrum. This problem is heightened as older customers stop going on package skiing holidays.

Solution: I independently came up with the idea of a new sub-brand to appeal to a younger customer profile. I put a proposal together and presented it to the Product Director; he loved the idea and put me in charge of realising the product. I project managed the process of creating the branding, comms plan and operational changes required in the two properties selected for the new programme. I led a team promoting Riders’ Lodge at the Freeze Festival in London’s Battersea Power Station.

Outcome: The product launched and was a great success. In the long term lots of ideas trialled on Riders’ Lodge were adopted by the main Crystal brand when it was relaunched with a younger image.